Messe Duesseldorf North America

Do I need to speak German to successfully attend a trade show in Düsseldorf?

The short answer is no. Düsseldorf has a reputation as a very international city and is very accommodating to the multitude of international visitors it gets each year.

In Germany and across much of Europe, English is the new "Lingua Franca". From an early age, children in Europe are taught several foreign languages in the course of their schooling, usually beginning with English. As a result, even non-native English speakers will rely on English to get around other non-English speaking countries!

Serving as a host to tens of thousands of international guests each year, Düsseldorf goes to great length to assist its visitors from abroad:

• Signage in the airport and on the fairgrounds is posted in German, English and occasionally French.
• All the show managers and information-desk hostesses at Messe Düsseldorf speak English and a variety of other languages.

• Messe Düsseldorf's accessible on-site electronic exhibitor catalog "KATI" also gives visitors an option of many languages.

 

Having someone among your booth personnel who does speak German will, however, give you an advantage. A German client will prefer to conduct business in German, whenever possible, so it's important to be as accommodating as you can. Taking the time to speak the local language will also help earn you respect among potential clients.

To overcome any language barriers at the trade fair, here are a few tips:

• Speak slowly and clearly for your potential customer, and try to eliminate slang and jargon.
• Have some of your pamphlets/product literature translated before the show.

• Hire a translator! They can help you out at your booth and can smooth out any difficulties between language and culture.

 

Outside of the trade fair, however, pick up a language guide and try to teach yourself the basics. Though many of the restaurants and local businesses are used to international guests, not every waitperson or shopkeeper can speak English fluently. Plus if you are with the locals, they will value your effort trying to learn their language.